Your customers are consuming an experience. How do you test, ask questions and synthesize that information? How do you think about your product over the course of a few weeks to a few years and evolve it? It’s tempting to think about just the initial numbers but it’s better to focus on the entire experience. Quantitative metrics will always give you lagging indicators but won’t tell you how to think about your product holistically.
We were asking the wrong questions. This is a classic trap. We spent so much time selecting the right potato for the ad that we never stopped to question whether a potato would convey the essential brand experience of Cards Against Humanity.
…n’t about filling in missing screens with some nice visuals while checking off a functionality box. Design is about problem-solving, and therefore talking about design should reflect that. Tell the story about how this particular design solves a problem. Put yourself in the user's shoes, starting with the most common goals.